Group 1 - Xiaomi officially announced the launch of its 2025 Double 11 promotional event, offering a total discount of 2 billion yuan, with several major appliances discounted by up to 4,000 yuan [1] - The shopping season for this year has started earlier compared to previous years, with JD.com beginning its promotions on October 9 and Tmall entering the pre-sale phase on October 15 [1] - Various popular smartphone models will see significant discounts during the Double 11 period, including a 1,000 yuan reduction on the Xiaomi MIX Fold 4 and a 500 yuan reduction on the Xiaomi 15 Ultra [1] Group 2 - In the home appliance sector, the Mijia Central Air Conditioning Pro5 is discounted by 4,000 yuan, bringing the price down to 19,999 yuan, while the Xiaomi TV S Pro 85 Mini LED 2026 is offered at a 2,000 yuan discount, priced at 8,499 yuan [1] - Other ecosystem products such as the Xiaomi Pad 7S Pro 12.5 and Mijia Water Purifier Pro are also seeing discounts, with the former reduced by 200 yuan and the latter by 400 yuan, starting at 2,899 yuan [1] - During the previous 2024 Double 11 event, Xiaomi achieved a record-breaking total payment amount of 31.9 billion yuan across all channels, marking the brand's best performance in promotional history [2]

Core Insights - Xiaomi officially launched its 2025 Double Eleven promotional event on October 13, offering a total discount of 2 billion yuan and significant price reductions on various products, including major appliances and smartphones [1][4]. Promotions and Discounts - The theme for this year's Double Eleven event is "Tech Life at Your Fingertips," featuring early discounts across all product categories [1]. - Major discounts include up to 4,000 yuan off on select home appliances, such as the Mi Air Conditioner Pro and various models of refrigerators and washing machines [10]. - In the smartphone category, the Xiaomi MIX Fold 4 is discounted by 1,000 yuan, while the Xiaomi 15 Ultra sees a reduction of 500 yuan [5][6]. Market Performance - According to Xiaomi's Q2 2025 financial report, despite a challenging global smartphone market, Xiaomi's smartphone business has shown positive growth, achieving a market share of 16.8% in China and ranking first in smartphone sales during the recent National Day holiday [9][13]. - The company reported a 66.2% year-on-year increase in revenue from smart home appliances, with significant growth in air conditioners, refrigerators, and washing machines [13]. Consumer Engagement and Services - Xiaomi is enhancing consumer engagement through various promotional activities, including a 1 yuan reservation for the Xiaomi 17 phone and multiple discounts across its online and offline channels [13]. - The company is also offering service upgrades and discounts on warranty services during the promotional period, with significant reductions on service fees for various products [15][17]. Historical Performance - Xiaomi has consistently performed well during Double Eleven events, with the 2024 event seeing total payments exceeding 31.9 billion yuan, marking a record for the brand [14].